Data-Driven Marketing: The Force Behind the Campaign

The word Customers with a target in place of the letter O and an arrow making a direct hit

Data has become the great force behind recent marketing techniques.  As the world of marketing continues to grow, data continues to expand along with it.  It seems that, “No matter the industry or market share, marketers everywhere are stewards of consumer data.  It is our actions and abilities- and care and attention- the enables brands to use all the data we have to delight customers and engage them with our brands,” (Miller, 2013).  It is through the use of data that marketing companies can prove the true relevance of marketing campaigns.  Data is now being utilized in a number of ways.  Some companies have used data to study campaign revenue, return rates, demographic analysis, cost efficiency, etc. Through data analysis, marketers are given the opportunity to enhance their marketing offers to their clients by proving statistical data and numbers proving their campaigns are worthwhile.  Data-driven marketing allows the client and consumer alike to see proven results providing revenue for both the client and the marketers as well.

With this new data-driven revenue, marketers must think about other factors, including Congress and legal matters of that sort.  It is important to note that, “The marketing leaders must think about what Congress is likely to do as relates to our strategies to drive revenue and consumer value, Marketers have to stay connected with their legal counterparts, ensuring that we are complying with their advice and direction,” (Miller, 2013).  Marketers must ensure that the data that is obtained, is done so in a legal manner and that all legal processes and terms are being complied with.  Data retrieval can be very sensitive and marketers must not forget to comply with these rules and regulations to ensure the legality of their campaigns, otherwise compromising their own business and business with their clients as well.  Marketers must legally protect themselves and their clients.

Not only are marketers today concerned with legally protecting themselves, but they are also concerned with protecting their customer data as it is an asset to their company and their clients alike.  Through data-driven marketing techniques, “Marketers today are partnering up with their IT counterparts to ensure that we have the systems in place to enhance and protect our customer data assets, leverage them for deep insights, and operationalize those insights into actions that benefit consumers,” (Miller 2013).  Marketers see the value in data but also see the value in data that is of no use to them.  They strive to keep and safeguard the important data so that their clients and consumers feel well protected.  Clients and consumers alike are more likely to conduct business with a company they can trust and so the protection of valuable data is vital to marketing companies.

By teaming up with IT, data-driven marketing only further increases the consumer experience.  Data and IT are able to team up to create marketing techniques in which the consumer is able to interact digitally with the client’s website bringing an opportunity for higher response rates and revenue.  Data-driven marketing allows IT counterparts to provide mobile services so that consumers can interact via cell phones, allowing an even faster way to connect to the client.

All things considered, data-driven marketing is coming full force, allowing marketers to further enhance their marketing strategies.  With the proper measures, data could further enhance a marketing campaign and lead to greater revenue when combined with the proper marketing strategy.

 

Works Cited:

Miller, Stephanie. “Data-Driven Marketing Is More Important Than Ever.” Direct Marketing News. Direct Marketing Association, 26 Mar. 2013. Web. 13 Aug. 2015. <www.dmnews.com/dataanalyticsa/data-driven-marketing-is-more-important-than-ever/article/286061/>.

Front Door Marketing Outlasts Internet Era

A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.

That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.

1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.

2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.

3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.

4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.

5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.

With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.

Direct Delivers Results

Living in a world of media overload, Front-Door Marketing campaigns can generate impressive results.

The Direct Mail Association (DMA) 2013 Factbook reports that 65% of consumers have made a purchase as a result of direct mail.  Moreover, Direct Mail News announced that the average response rate for direct mail was 4.4% for both business-to-business and consumer mailings – quite a bit higher than industry expectations and significantly greater than its electronic mail counterpart at just 0.12%.

In addition to these impressive results, a more compelling fact to consider is that unlike solo direct mail or other direct response media, front-door marketing represents a uniquely visible channel with influential impact for message placement – free of the clutter that appears in the mailbox.

Power Direct is the leader in Direct-to-Door Marketing and proud to have helped leading national and regional brands achieve their goals. Front Door Marketing can be executed in any market across the country, at CPM’s less than solo direct mail, and with better response rates than newspaper, magazines, and shared mail.

Are you using the best medium to meet your objectives?   Broaden your reach beyond broadcast, email and the mailbox with a targeted front-door marketing campaign.

 

 

4 Creative Print Add-Ons to Drive Response & Engagement

One of the key benefits of print media is its tangibility, which opens up the possibilities for creative flexibility. Die-cut shapes and tri-folded panels are just the tip of the iceberg. Here are some creative print media enhancements that range from simple to more complex, and can work for any budget.

Power-Direct-Front-Door-Marketing-Creative-Add-Ons1. Scratch-offs
Scratch-offs are most often seen and used in lottery games and tickets. That element of surprise and chance is a characteristic of scratch-offs that makes them a simple and relatively inexpensive add-on to any type of print creative. Most commonly, we’ve seen scratch-offs used for sweepstakes with one grand prize winner. However, other marketers have used scratch-offs just for the additional interactivity between the consumer and the print media, and the underlying prize is the same for everyone.

2. Gift cards
Affixed gift cards literally add some weight to a piece of print media. While gift cards can vary in type, less expensive options are available with gift cards printed just on a heavier stock. Gift cards are a great creative add-on because 1) they extend the life of your advertising message when the consumer keeps the card for use, and 2) they can achieve a variety of objectives, such as drive foot traffic, increase average load, or encourage repeat visits.

3. Rub-and-smell
One of the newer introductions to print media is scent technology. While past rub-and-smells delivered only standard stock smells like strawberry and lemon, today’s technology can mimic nearly any kind of unique scent. A Pine-Sol front-door campaign executed by Power Direct introduced two of the brand’s new scents on a two-sided door hanger, and the home care brand leveraged the front-door media’s ability to deliver directly to the home to maximize impact.

4. Paper engineering
What is paper engineering? Think pop-up construction, shifting panels, and pull tabs. While paper engineering is an interesting way to make a printed media engaging, keep in mind that more complicated constructions can get confusing and may not always represent your brand the way a simple pop-up would. Paper engineering is also a great option for marketers on a tight budget since the additional cost is usually for only paper rather than external materials.

Would you like to see some live, physical samples of any of these creative add-ons? Just contact us to request a media kit.

What are some other unique print add-ons that you have seen or used?

5 Door Hanger Design Tips to Increase Customer Response

We recently wrote a post on the high coupon redemption rate, and while it’s great that customers are more prone to respond to coupons, it begs the question: What else can marketers do to increase response rate? 

Door hangers (or front-door media) is a medium we know very well–we’ve even got it down to a science. So we’ve compiled five design tips that we believe will help amplify the response of your next door hanger campaign.

Door Hanger & Front-Door Media Creative Considerations

Keep it short!
Your main message should be short and sweet; a single, benefit-oriented headline will grab a customer’s attention. Also, make the messaging relevant to your customers. Once you’ve targeted your best customers down to the block group level, relevant messaging is key.

No clutter, please.
Imagine the clutter in your mailbox.  Now imagine that clutter translated onto a door hanger–no, thank you. Use simple, power visuals to elicit an emotional response. Minimal copy will also relay the message quickly and be much easier for customers to scan.

Name yourself!
Always remember to either list your company name or your brand! Customers always like to know who is talking to them, and there’s nothing like brand name recognition to further enforce the message.

Have a clear offer.
There is nothing more damaging to response rate than an unclear offer. If customers don’t know to call your 800 number or to redeem the coupon in-store only, there’s a reason why you’re not getting the response rates you’re looking for.

Elaborate on the flipside.
If you have additional details about your product or event, place that information on the back of the door hanger. Most consumers are trained to flip to the back when they want details (similar to consumer packaged goods), so don’t use the space on the front for anything but grabbing attention and eliciting response.

Of course, like any other media, customer response rates will vary. But if you’re willing to optimize your creative and messaging, and take our tips into consideration, you’re more likely to generate a response from your audience than most of your competitors .

Download our full design tips sheet here, which includes other recommendations as well.

When was the last time you executed a door hanger campaign and did you get the response you wanted?